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What Defines True Online Influence - And How Should You Wield It?

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Mark Hatch is CEO of mBLAST, the leading provider of web presence analytics. He has more than twenty years of experience in software engineering and high-tech management at industry leaders and startups. Prior to mBLAST, he led software teams in developing the on-line storage services space at Carbonite and Intronis. At ICC and OneCore Financial, he contributed to the development of Internet banking, brokerage, and customer service applications for the Financial Services Industry. @markbhatch

Ekaterina Walter is a social media strategist and innovator at Intel. She is an author of the Wall Street Journal bestseller “Think Like Zuck: The Five Business Secrets of Facebook’s Improbably Brilliant CEO Mark Zuckerberg”. A recognized business and marketing thought leader, she is a sought-after speaker and a regular contributor to leading-edge print and online publications. In 2012 she was named among 25 Women Who Rock Social Media. @Ekaterina

Nick Hayes is a marketing pioneer having previously founded and run successful marketing services firms for fifteen years, including an award-winning international technology PR agency & network for tech clients including IBM, HP, Adobe, Sun and BT. He founded Influencer50 in 2003 and since 2005 has run its US operation from San Francisco. He began his career at the European headquarters of EDS (now part of HP). Nick lives in the Bay Area. @Influencer50

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the Global Vice President of Marketing for Maxymiser, a leader in web optimization and analytics, and author of five “Dummies” books. @PaulDunay

@markbhatch6

How did we get here?

2008

2011

Today

Influencer

•Scoring•Popularity

•Listening

•Filtering•Scoring

•Analytics•Context•Insight•Engagement

@markbhatch7

Measuring impact

Low-risk consumer ‘Time’

purchaseie. choice of theater movie or

Amazon book purchase

Understanding Influencers

For purchase decisions, Social is relatively stronger for low-risk decisions.

Offline influence remains overwhelmingly critical for high-risk decisions.How Offline, Online & Social Influence Co-Exist

‘Overcomeable’-risk purchaseie. $200-$400 ‘Best Buy’-type

purchase

High-risk B2B purchase

ie. strategic B2B purchase, typically

high value

Offline

Online

Social

Source: Influencer50 own research, 2011-2012.US-only, 1148 respondents

Low-risk opinion formation

ie. views on TV shows, celebrities,

etc.

Understanding Influencers

For opinion formation, Social is similarly stronger for low-risk, frequently changing opinions.

Offline influence remains overwhelmingly critical for high-risk, personally important opinions.

How Offline, Online & Social Influence Co-Exist

Mid-risk opinion formation

ie. views on national politics

High-risk opinion formation

ie. medical choices, job

appointments, etc.

Offline

Online

Social

Source: Influencer50 own research, 2011-2012.US-only, 1148 respondents

Join us next week…

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What Is a Social Media Expert? Professional Development in an Evolving Fieldhttp://socialmediatoday.com/social-professional-development-webinar

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